• The University promoted World Stroke Day on Twitter, LinkedIn and Facebook

• Twitter: All #worldstrokeday tweets were retweeted by the University to show our support and get the attention of influencers about our tweet

• UON was the only University that tweeted for #worldstrokeday

Campaign for World Stroke Day

Twitter

RT: Key Individual Influencers

Facebook

We tagged popular stroke Facebook pages so our post appeared on their wall. A number of them also shared the post to their newsfeed including World Stroke Campaign

LinkedIn

We didn’t sponsor this post but it still achieved a high reach and engagement

Top 60 CEOs on social media There has been a significant increase in the number of Fortune 500 CEOs joining LinkedIn Influencers program.

Pro

files

Twitter

LinkedInA

udie

nce LinkedIn

Connections

Twitter Followers

Con

tent Writing core

content

Topics

Scanning conversations

Finding pockets of influence on these topics and following/connecting with them on LinkedIn and Twitter

Cha

nnel

s Leverage a multiple channel approach

How to amplify your brand

The University’s brand is your brand

Past colleagues

FriendsBusiness Contacts

Alumni

You’re leveraging your LinkedIn network

And managing a plethora of online properties

University website

University Blog

LinkedIn

Twitter Google +

Facebook

With so much at play what is the formula for success?

It starts with your personal brand

Build your profile

Put your brand front and centreMake yourself more easily found on LinkedIn search with a crisp, punchy

headline describing what you do and where you work

Keywords:

Tell your brand story

Showcase the University and your career, highlighting personaland UoN accomplishmentsor merits in the Summary andExperience sections. You can use youtube videos, images, slides.TedX presentation? Staff image? Research reputation campaign image? Conference presentation?

Next up: your company brandEstablish the University’s

Company Page

The University has invested in the Careers tab on LinkedIn and promotes the research reputation campaign and media content

Connect your ColleaguesIncrease the University’s pages’ visibility on LinkedIn by

encouraging fellow employees to add their current position

Now you have a foundationTime to build a following

First leverage your existing outlets Tap into your brand networks

Connect your online propertiesGive your brand more opportunities to be found by the right people – Link the University LinkedIn page to the website and other social media platforms

“Any time we have other forms of communicationin other online properties we really need to look to seehow we’re linking to LinkedIn”- Mike Cox, Senior Strategic Planner, Modea

Find and JoinLinkedIn Groups

“Do a search and find the groupsthat are talking about the thingsthat matter to you and the University. Join those groups andcontribute.”

– Gary Schirr, Social Media Professor

Type your topics into this search bar on LinkedIn

Group Discussions

Key topics for Chris Levi

Contribute inLinkedIn Groups

Engage with active members intarget Groups to gain thoughtleadership and build areputation for your personaland University’s brand

Be seen as somebody who’s a member andwho cares and provides good advice – the

benefits will accrue.

– Gary Schirr, Social Media Professor, Radford University

“The primary benefit of us being on LinkedInis to show thought leadership and to provide

value to people in the space. – Alex Shamy, Head of Growth Marketing, Heyo

Influencers Choose which influencers you would like to follow; comment on

their content, like or share

Click on Interests under the top search barClick on Influencers Click on All ChannelsFind Higher Education

Influencer ChannelsChoose which influencers you would like to follow (based on

your topics and agenda); comment on their content, like or share

Now that you’re posting astream of quality content,

promote through the network

Leverage your ColleaguesPrompt coworkers to share updates through their personalnetworks, and drive increased exposure and engagement

Core Content

• Establish a rough idea of the topics on your radar that you would like to engage others with on social media

• Regularly scan the online environment (Twitter, Google, LinkedIn) for conversations you can join and be part of the information flow in social media.

• Discover what your brand’s perspective is on these topics

• Establish thought leadership on topics associated with your area of expertise

LinkedIn Influencer

• LinkedIn measures your social media engagement when evaluating your potential ‘influencer status’. They look at your: – LinkedIn presence– Blog activity– Followers from this blog and other forms of

social media e.g. twitter

Connect traffic to your LinkedIn profile from the research campaign

Research Campaign

Research StarsDigital PR plan

Social MediaFB, TW and LI Core Content

• Researcher stories• The Conversation• UON Newsroom• UON Blog• Publications and papers

FB, TW, LinkedIn• UON Channels• Personal Channels

Paid Advertising

SEO

Altmetrics up More visibilityMore traffic

More research grantsStrong UON brand

Traffic

LinkedIn Connections

• Do they live in my community?• Do we belong to the same

group(s)?• Are they connected to

someone I know?• Do we or have we worked in

the same industry?• Do we share common hobbies,

interests or causes?• Have they read or spread my

content?• Have they included a personal

note with the invitation?

Building an audienceThe technical

know how

Tweet Tips

• Always use a URL shortener

• 140 characters but ideally under 100 so people can retweet

• # are used to affiliate a tweet with a topic. Use # to try and promote a viral following for a specific topic

• Engage followers and influencers by including @mention in your tweets that resonate with the influencer. Tweet + link + @mention + #topic

LinkedIn and Twitter share icons

LinkedIn and Twitter share icons

Sharing content from the source• Look for these icons circled • Make sure you are logged in to Twitter

and LinkedIn on the device you are using (PC or Mobile)

• The bird icon is Twitter• The ‘IN’ icon is LinkedIn

When you click on the LinkedIn icon there is always an option to share to Twitter too.

You can post to groups or individuals on LinkedInTwitter has no targeting options you can only send to ALL followers

LinkedIn and Twitter share icons

Websites with no sharing icon (?)

First: Shorten the URL (login)

Second: visit your Twitter accountThird: click on the composition icon Forth: paste the URL from Google Shortener: ‘Comment + URL + #topic’ (no tag chosen here)Fifth: click Tweet

RetweetingWhen you follow a content source, their content will appear in your newsfeed. When you retweet you are passing this content onto your followers

• It is good to have a mix of tweets, replies and retweets (4-1-1 rule helps you do this)– See example interactions and mentions in the

twitter.com/Uni_Newcastle

• Create a contest which asks followers to contribute– Popular Twitter chat examples - Blogging @MackCollier Sundays

9pm #blogchat and Trending business topics @samfiorella Wednesday 8pm

• Learn who your influencers are and engage with them (retweet or share their content). Reach out to top sharers and perhaps be their guest blogger. The more you engage with your top influencers, the more they will continue to promote your content.

Tweet Tips

Messaging

• Make sure you are contributing to conversations?

• Build relationships, reciprocate

• Engage and be engaged

• Be part of the flow of information

• Don’t be repetitive

• Know what your influencers are tweeting about and respond accordingly

• Create VALUE, retweet material to be helpful to your network, but write your own material too

• Tweets can be a mixture of educational and entertaining and soft/hard promotion

Following Tips• Import your contact databases • Follow people your competitors are following• Follow those your followers are following• Search for experts in the field tweeting • Establish a set of subjects you might be tweeting about and key terms

used online – Scan Twitter or Google to find out the key terms being used use these as

#topics

• Spend some time trying out different searches and # that are relevant. When you find the people contributing most to the conversation, follow them.

• Find people talking about the Uni, industry or subjects you are interested in

• Try and follow back those following you • Read the tweets of those following you and search for keywords relevant

to you

Followers

• Becoming someone’s follower accomplishes four goals:

– You are identifying accounts that will be relevant and interesting to you, the Uni and the sector

– You let people know you are on Twitter, and encourage them to follow you back

– You associate yourself with a specific group of industry experts and thought leaders, demonstrate your interest in the space

– You are getting to know influencers and they are getting to know you

• Easier than starting a conversation at a cocktail party but remember the relationship can be paper thin.

– Don’t clutter your newsfeed if you don’t like someone’s content unfollow them

Following on Twitter

Who do you want to start following? Create a list• University newsrooms• Media, journalists (domestic and international)• Business leaders Rupert Murdoch, Bill Gates• Ministers• University Networks – here and overseas• Associations• LinkedIn influencers • People in LinkedIn discussion groups

Twitter proviso

• Conjoint Professor in Neurology, John Hunter Hospital and @uni_newcastle. #stroke, #XYZ, #XYZ, #XYZ. All views are my own. Retweets not necessarily endorsements.

• Wall paper from the researchers campaign can be provided.